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June 3, 2005

The Gillette Company: Over 100 Years of Shaving Innovation


Gillette M3Power™ is the most recent in an uninterrupted series of technological “firsts” from The Gillette Company. In fact, for over 100 years, Gillette has been driven by the conviction that “There is a better way to shave and we will find it.”

The Gillette blade and razor business dates back to 1901, when King Camp Gillette invented the safety razor. Finally, there was a simple and safe method for removing unwanted hair. In the years since, the Company has introduced meaningful product innovations at an ever-increasing rate, remaining first in product performance, first in technological innovation and first in the minds of men in the 21st century.

Gillette’s blade and razor milestones include the following products for men: the first twin blade shaving system (Gillette Trac II); the first twin blade disposable razor (Gillette Good News!); the first twin blade shaving system with a pivoting head (Gillette Atra); the first twin blade shaving cartridge incorporating a moisturizing Lubrastrip (Gillette Atra Plus); the first shaving cartridge with independent spring-mounted twin blades (Gillette Sensor); the first shaving cartridge with flexible microfins (Gillette SensorExcel™); the first three-bladed shaving system (Gillette MACH3™); and now a revolutionary powered wet shaving system (M3Power).

Trac II
In 1971, Gillette dramatically altered the shaving category with its introduction of the first twin blade razor, Gillette Trac II. Lightweight, with two parallel blade edges housed in a single cartridge, Trac II significantly enhanced the shaving experience for millions of men.

Atra, introduced in 1977, built upon the innovative twin blade concept of Trac II to provide consumers with a superior shave. The first twin blade shaving system with a pivoting head, Atra followed the contours of the face, ensuring a closer, smoother shave. Consumers responded by making Atra the best selling razor in the U.S. by the end of its first year on the market.

The Sensor Family
Introduced in 1990, Sensor was the first razor with twin blades individually mounted on highly responsive springs that continuously sense and automatically adjust to the face. Sensor revolutionized the way men around the world shave.

The 1994 introduction of Gillette SensorExcel reaffirmed Gillette’s commitment to provide men with the best product for the best shave. Incorporating Sensor’s breakthrough spring-mounted twin blade technology, SensorExcel features an innovative skin guard comprised of five soft, flexible microfins which precede the blades. The microfins gently stretch the skin, causing beard hairs to spring upward so they can be cut more closely, with greater comfort, than ever before.

Building on the success of the Sensor brand, in 2003 Gillette introduced the premium triple-bladed disposable razor, Sensor3, and will introduce a refillable Sensor3 shaving system in 2004.

The Gillette Series
The Gillette Series line of high-performance personal care products was launched in 1992. This megabrand of male grooming products has grown to include four different fragrances. The collection includes: shaving preparations, anti-perspirants and deodorants, after shave skin conditioners and after shave splashes.

The MACH3 Family
Introduced in 1998, Gillette MACH3™ with its three blade configuration, new blade edge technology, forward pivoting action and innovative cartridge architecture, represented a quantum leap in shaving technology and performance. It was the first shaving system with three progressively aligned DLC™ blades that were fundamentally reengineered to provide superior hair-cutting performance. These new blades had a thinner edge than any other Gillette blades, enabling men to shave with less force, for less drag and pull – and less irritation. MACH3 represented the most significant men’s shaving advance since the launch of the first twin blade razor, Gillette Trac II.

Gillette MACH3Turbo, launched in 2001, incorporated all the technological advances of MACH3 and added Anti-Friction™ blades, an ultra-soft protective skinguard, a new patented lubrication system and an improved razor handle, together providing a close and comfortable shave, even when shaving against the grain.

Gillette now introduces M3Power – a revolutionary powered wet shaving system that delivers the world’s best shave and a totally new shaving experience. M3Power builds on the heritage of MACH3 and combines Gillette’s latest and best razor and blade technologies. The pulsing action of M3Power stimulates hair upward and away from the skin making it dramatically easier to shave more thoroughly with one easy power stroke.

Gillette M3Power features other innovations beyond power: new blades featuring PowerGlide™ -- an enhanced blade coating for incredible glide and maximum comfort, a moisturizing Indicator Lubrastrip™ and a technologically-advanced handle. StumbleUpon reddit Facebook Google Plus Tweet This Seed This on Newsvine

Edited & Posted by the Editor | 10:15 PM | Link to this Post

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